Great new spot from Best Buy with all the appropriate holiday flare any good retailer will have this season.
Santa. Elves. Gadgets. Sounds like a match made in technology heaven.
But none of that is what's worth talking about here. So let's skip to the good part.
The elves' dialogue has some to do with all the fun stuff available for sale at Best Buy. The computers, iPads, smart phones, tvs, etc. are all front and center in the frame, but the more important thing is the emphasis on after-market service which has become Best Buy's competitive advantage.
Because everyone knows you don't just buy a piece of technology, press the On button and start having fun. It's never quite that easy. Inevitably there will be programming questions, set-ups, start-ups, interface and connectivity issues. Inaudibles, buzzers, wires, missing buttons, invisible buttons, and the occasional plug that can't be found simply because over over-egg-nogging.
Best Buy makes sure we know their support staff is always standing by to help with all these annoying problems, big and small, and yes even on Christmas day.
While its name might imply a straight price advantage, Best Buy figured out some time ago how insustainable competiting on price actually is. There's always another retailer carrying the same items, willing to cut their price for a month, day, hour or minute - the real value is in the magic equation of price + experience + service ++
I've got two words for Best Buy...ON STRATEGY.
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